As I'm in the process of self publishing, I'm learning so much.  Marketing is the most demanding work of all, yet not as painful as I once believed.  I'm still navigating the waters, but one day at a time I'm getting there.  It helps to read good how-to books.  I love "Dollars & Sense: The Definitive Guide to Self-publishing Success" by Carolyn McCray, Amber Scott, Rachel Thompson.  Well done book, easy to understand content and tools for marketing.  I recommend it to all self-publishers and anyone doing any marketing for their work.